{"id":4199,"date":"2016-12-28T22:53:39","date_gmt":"2016-12-29T03:53:39","guid":{"rendered":"http:\/\/www.servsig.org\/wordpress\/?p=4199"},"modified":"2016-12-28T22:53:39","modified_gmt":"2016-12-29T03:53:39","slug":"cfp-jsm-challenges-and-opportunities-for-services-marketers-in-a-culturally-diverse-global-marketplace","status":"publish","type":"post","link":"https:\/\/www.servsig.org\/wordpress\/2016\/12\/cfp-jsm-challenges-and-opportunities-for-services-marketers-in-a-culturally-diverse-global-marketplace\/","title":{"rendered":"CfP JSM: Challenges and Opportunities for Services Marketers in a Culturally Diverse Global Marketplace"},"content":{"rendered":"

\"jsmcover\"Special Issue of the Journal of Services Marketing<\/em><\/p>\n

Challenges and Opportunities for Services Marketers in a Culturally Diverse Global Marketplace<\/strong><\/p>\n

deadlines:\u00a0<\/strong>Jun 2017<\/p>\n

Guest Co-Editors<\/strong>
\nDr. Piyush Sharma, Curtin University
\nDr. Jackie L.M. Tam,\u00a0Kong Polytechnic University
\nDr. Wu Zhan,\u00a0University of Sydney<\/p>\n

Introduction<\/strong>
\nIn the last couple of decades, rapid globalization has led to an increase in international travel, tourism and immigration, which in turn are creating a culturally diverse and complex global marketplace by bringing together customers and employees from different cultural and ethnic backgrounds (Sharma, Tam and Kim, 2009, 2012). This development offers new challenges and opportunities for services marketers because the culturally diverse customers and employees have significantly different expectations, perceptions and evaluations about service quality and its various dimensions (Etgar and Fuchs, 2011; Morales and Ladhari, 2011; Schoefer, 2010).<\/p>\n

While the increase in the number of such intercultural interactions offer additional business opportunities to both local and global services marketers, it is also becoming difficult to design appropriate service offers to match the unique needs of culturally diverse customers and to deliver these through their service employees who may be used to a mono-cultural service environment. Interestingly, a similar phenomenon is already prevalent in multi-cultural societies such as United States, UK and Singapore among the developed countries and India, Brazil and South Africa among the emerging markets (Demangeot, Broderick and Craig, 2015).<\/p>\n

Prior research on intercultural service encounters examines the role of cross-cultural consumer to consumer interactions (Johnson and Grier, 2013), emotional labour (Chuapetcharasopon, 2014), employee stress and coping (Wang and Mattila, 2010), preference for ethnic service staff (Baumann and Setogawa, 2014), attributions (Tam, Sharma and Kim, 2014) and intercultural communication competence (Ihtiyar and Ahmad, 2015). More recent research also explores the roles of moderators such as service role and outcome (Sharma, Tam and Kim, 2015), consumer ethnocentrism and intercultural competence (Sharma and Zhan, 2015) and personal cultural orientations (Sharma, Zhan and Su, 2015).<\/p>\n

In this special issue, we plan to extend this growing research stream by inviting manuscripts that address the unique challenges and opportunities offered by the differences in the expectations, perceptions and evaluations of customers and service employees in their inter-cultural interactions in today\u2019s culturally diverse global marketplace.\u00a0 By doing this, we aim to help services marketing researchers look beyond the typical mono-cultural or cross-cultural views of customer-employee interactions that have been prevalent in services marketing literature. This special issue will also help services marketers recognize the importance of understanding and accepting cultural differences between and among their customers and employees in multi-cultural societies and develop suitable strategies to manage these differences in their service design and delivery processes.<\/p>\n

Scope<\/strong>
\nWe encourage both conceptual and empirical papers, using a variety of theoretical perspectives (e.g., socio-psychological, socio-economic, socio-cultural or anthropological) and methodologies (e.g., ethnographic, lab or field experiments, online or offline surveys, secondary data analysis or literature review and synthesis). We expect submissions with original theoretical contribution and not mere replications of established models and theories in new markets or cultural settings. The conceptual papers should not merely review but synthesize the relevant literature and identify important research gaps, in order to develop new or modified conceptual frameworks with testable propositions. We would like to receive submissions from all corners of the world so that we can learn from each other and help shape the future agenda for services marketing literature.
\nTopics<\/strong>
\nSuggested topics include (but are not limited to) the following:
\n\u2022\u00a0\u00a0\u00a0 How culture shapes customer and employee expectations, perceptions and evaluations in mono cultural, multi-cultural and inter-cultural service encounters?
\n\u2022\u00a0\u00a0\u00a0 Differences in the impact of personal cultural values and national cultural dimensions on customers and employees involved in inter-cultural service encounters.
\n\u2022\u00a0\u00a0\u00a0 Implications for services marketers in terms of service design and delivery mechanisms in response to the cultural differences among their customers and employees.
\n\u2022\u00a0\u00a0\u00a0 Interactions among cultural, socio-economic and demographic variables in their influence on diverse groups of customers and employees.
\n\u2022\u00a0\u00a0\u00a0 Role of psychographic and socio-psychological processes such as attributions, stereotypes, cross-cultural adjustment and adaptation in inter-cultural service encounters.
\n\u2022\u00a0\u00a0\u00a0 Differences in the influence of intercultural competence, intercultural sensitivity and cultural intelligence in intercultural service encounters
\n\u2022\u00a0\u00a0\u00a0 Cross-sectional versus developmental perspective of cross-cultural adjustment and adaptation; Impact of different stages of cross-cultural adjustment on culturally diverse customers and employees.
\n\u2022\u00a0\u00a0\u00a0 Differences in marketing strategies adopted by local and global services marketers to understand and address the cultural differences among their customers and employees (e.g., standardization vs. customization, localization vs. globalization)
\n\u2022\u00a0\u00a0\u00a0 Intercultural friction and conflict between service employees and customers and the resolution strategies; service failure and recovery in intercultural service encounters.
\n\u2022\u00a0\u00a0\u00a0 How to foster trust and relationship in an intercultural service encounter setting?
\n\u2022\u00a0\u00a0\u00a0 Role of internal marketing in creating a service culture among culturally diverse employees and their colleagues inside the service firm so that they could better deal with culturally diverse customers in intercultural service encounters.
\n\u2022\u00a0\u00a0\u00a0 Implications of culturally diverse marketplaces for various elements of the marketing mix, including the core product or service, packaging, features, delivery process, employee selection and training, servicescape design etc.
\n\u2022\u00a0\u00a0\u00a0 Role of human resources management (HRM) strategies and leadership in recruitment, training, and promotion of culturally competent frontline service employees.
\n\u2022\u00a0\u00a0\u00a0 How to identify and develop new services to cater to culturally diverse customers; role of market research, service innovation and co-creation in new service design?
\n\u2022\u00a0\u00a0\u00a0 How to address and leverage current themes of corporate social responsibility, environment protection and sustainability in the culturally diverse global marketplace?<\/p>\n

Submissions<\/strong>
\nAll submissions should be made to the special issue identified on the ScholarOne Online Manuscript submission system\u00a0http:\/\/mc.manuscriptcentral.com\/jsmktg<\/a>. All submitted manuscripts should not have been published, accepted for publication, or be currently under consideration elsewhere. Manuscripts should follow the style guidelines available on the Journal of Services Marketing home page at:\u00a0www.emeraldinsight.com\/jsm.htm\u00a0<\/a><\/p>\n

Key dates\/deadlines<\/strong>
\n30 Jun 2017 \u2013 Submission deadline
\n30 Apr 2018 \u2013 Complete final decisions and submissions<\/p>\n

Expected publication: Volume 32, 2018
\nGuest Co-Editors<\/strong>
\nFor any enquiries, please write to the following guest co-editors for this special issue:
\nDr. Piyush Sharma
\nProfessor of Marketing, Curtin Business School
\nCurtin University, Perth, Australia
\npiyush.sharma@curtin.edu.au
\n+61 (8) 9266 3744<\/p>\n

Dr. Jackie L.M. Tam
\nSenior Teaching Fellow, Department of Management and Marketing
\nHong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
\njackie.tam@polyu.edu.hk
\n+852 2766 7951<\/p>\n

Dr. Wu Zhan
\nSenior Lecturer, Discipline of International Business
\nUniversity of Sydney, Sydney, Australia
\nwu.zhan@sydney.edu.au
\n+61 (2) 9351 7402<\/p>\n

References<\/strong>
\nBaumann, C. and Setogawa, S. (2014), “Asian ethnicity in the West: preference for Chinese, Indian and Korean service staff”, Asian Ethnicity, Vol.\u00a0 No., pp. 1-19.
\nChuapetcharasopon, P. (2014), Emotional Labour in the Global Context: The Roles of Intercultural and Intracultural Service Encounters, Intergroup Anxiety, and Cultural Intelligence on Surface Acting. University of Waterloo.
\nDemangeot, C., Broderick, A.J. and Craig, C.S. (2015), “Multicultural marketplaces: New territory for international marketing and consumer research”, International Marketing Review, Vol. 32 No. 2, pp. 118-140.
\nEtgar, M. and Fuchs, G. (2011), “Does Ethnic\/Cultural Dissimilarity Affect Perceptions of Service Quality?”, Services Marketing Quarterly, Vol. 32 No. 2, pp. 113-128.
\nIhtiyar, A. and Ahmad, F.S. (2015), “The Impact of Intercultural Communication Competence on Service Quality and Customer Satisfaction”, Services Marketing Quarterly, Vol. 36 No. 2, pp. 136-152.
\nJohnson, G.D. and Grier, S.A. (2013), “Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction”, Journal of Business Research, Vol. 66 No. 3, pp. 306-313.
\nMorales, M. and Ladhari, R. (2011), “Comparative cross-cultural service quality: an assessment of research methodology”, Journal of Service Management, Vol. 22 No. 2, pp. 241-265.
\nSchoefer, K. (2010), “Cultural Moderation in the Formation of Recovery Satisfaction Judgments: A Cognitive-Affective Perspective”, Journal of Service Research, Vol. 12 No. 1, pp. 52-66.
\nSharma, P., Tam, J.L.M. and Kim, N. (2009), “Demystifying Intercultural Service Encounters: Toward a Comprehensive Conceptual Framework”, Journal of Service Research, Vol. 12 No. 2, pp. 227-242.
\nSharma, P., Tam, J.L.M. and Kim, N. (2012), “Intercultural Service Encounters (ICSE) Framework: Extension and Empirical Validation”, Journal of Services Marketing, Vol. 26 No. 7, pp. 521-534.
\nSharma, P., Tam, J.L.M. and Kim, N. (2015), “Service Role and Outcome as Moderators in Intercultural Service Encounters”, Journal of Service Management, Vol. 26 No. 1, pp. 137-155.
\nSharma, P. and Zhan, W. (2015), “Consumer Ethnocentrism vs. Intercultural Competence as Moderators in Intercultural Service Encounters”, Journal of Services Marketing, Vol. 29 No. 2, pp. 93-102.
\nSharma, P., Zhan, W. and Su, Y. (2015), “Role of Personal Cultural Orientations in Intercultural Service Encounters”, Journal of Services Marketing, Vol. Accepted for publication No. Forthcoming.
\nTam, J.L.M., Sharma, P. and Kim, N. (2014), “Examining the Role of Attribution and Intercultural Competence in Intercultural Service Encounters”, Journal of Services Marketing, Vol. 28 No. 2, pp. 159-170.
\nWang, C.-y. and Mattila, A.S. (2010), “A grounded theory model of service providers’ stress, emotion, and coping during intercultural service encounters”, Managing Service Quality, Vol. 20 No. 4, pp. 328-342.<\/p>\n","protected":false},"excerpt":{"rendered":"

Special Issue of the Journal of Services Marketing Challenges and Opportunities for Services Marketers in a Culturally Diverse Global Marketplace deadlines:\u00a0Jun 2017 Guest Co-Editors Dr. Piyush Sharma, Curtin University Dr. Jackie L.M. Tam,\u00a0Kong Polytechnic University Dr. Wu Zhan,\u00a0University of Sydney Introduction In the last couple of decades, rapid globalization has led to an increase in […]<\/p>\n","protected":false},"author":1,"featured_media":2287,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[273,127,156],"_links":{"self":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4199"}],"collection":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/comments?post=4199"}],"version-history":[{"count":3,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4199\/revisions"}],"predecessor-version":[{"id":4240,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4199\/revisions\/4240"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media\/2287"}],"wp:attachment":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media?parent=4199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/categories?post=4199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/tags?post=4199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}